Business Head - D2C

Role: Business Head, D2C

Reports to: Executive Chairman

Function: D2C Business

Job Purpose

Lead the strategic direction and growth of the Direct-to-Consumer (D2C) business segment, driving revenue, customer acquisition, and service. Develop and execute innovative business strategies to create exceptional user experiences and cultivate strong relationships with upscale merchants, ensuring market.

Experience

• 12+ years of experience in business development with strong understanding of D2C business models, preferably in hospitality /retail and/or technology
• Familiarity with e-commerce platforms and mobile app development
• Proficiency in data analytics and market research tools
• Understanding of B2B sales processes and D2C user growth methodologies.

Desired Outcomes

• Build market for new product offerings in D2C space
• Cultivate a strong brand identity and market positioning
• Meeting or exceeding revenue, profit, and/or growth targets

Key Responsibilities

• Develop and execute the overall D2C business strategy, aligning with the company's vision and goals.
• Lead cross-functional teams to drive product innovation, feature development, market expansion, and product support.
• Identify and pursue strategic opportunities for revenue growth; including new market segments, product offerings, and initiatives to establish partnerships and alliances that enhance the D2C ecosystem.
• Own product level profitability by ensuring optimal allocation of budgets and monitoring various costs (CAC, development costs, infrastructure costs, support costs, people costs, etc.)
• Negotiate and finalize agreements with key stakeholders like merchants, technology partners, and institutions while ensuring mutually beneficial partnerships.
• Oversee customer acquisition initiatives by leveraging digital marketing, user behavior & user growth strategies; oversee customer retention programs to minimize churn rate & maximize lifetime value.
• Lead merchant onboarding efforts, ensuring a diverse and curated selection of upscale merchants on the platform by providing support and guidance to optimize the merchant's presence and offerings.
• Liaison with the technical program management team in prioritizing various feature enhancement and maintenance support.
• Ensure adequate support is extended for timely resolution of merchant and consumer queries & issues
• Define and track key performance indicators (KPIs) to measure the success of D2C business initiatives and present periodic business reports to leadership and other stakeholders

Key Performance Indicators

• Strategic: Reposition Company's value proposition both internally and externally in line with organization's strategic objectives

Primary:

• Revenue from D2C offerings
• Direct costs as a percentage of revenue - Apportioned employee costs, technology costs, customer service costs, admin costs
• CAC - Cost of acquiring a new customer

Contribution Margin 1 (CM1)

• Difference of total revenue and variable costs directly associated and apportioned with delivering services (employee cost, customer service cost, infrastructure cost)
  Contribution Margin 2 (CM2)
• Difference of CM1 and apportioned service delivery fixed costs (payment gateway expense) & marketing costs (CAC)
• Growth in total number of user signups
• Growth in total number of merchants onboarded

Secondary:

• Number of new cities/districts where program launched/operations set-up
• Number of new products/experiences added in the portfolio
• Churn Rate (% of lost customers to total customers at the start of time-period)
• Completeness of product feature (timeline and bug quality score)
• Customer Satisfaction Score(CSAT)